Our latest report delves into the evolution of the hotel industry, explores the transformation of the hotel industry over the past few decades, focusing on the shift from ownership to franchising and branding as a strategic response to high costs and risks.

Horwath HTL’s latest trend study – in collaboration with the Heilbronn University of Applied Science – focuses on current trend drivers shaping the tourism sector, including the digitalisation of services, the personalisation of travel experiences and the rise of sustainable tourism. The tourism industry is facing a dynamic environment influenced by a variety of factors: rapid globalisation, a high degree of digitalisation, changing travel habits of a fast-growing population and greater environmental awareness in times of climate change are among the key influencing factors that are continuously changing the tourism industry. These changes are forcing the tourism sector to evolve and adapt its offerings.

The latest edition of the German Hotels & Chains report provides a snapshot of a fascinating moment in hospitality. Will we see the direction of the industry change forever? Hotel chains in Germany continue to expand their portfolio in 2022. As a result, the number of rooms in hotel chains is growing to an all-time high of 334,562 rooms, an increase of 5.5 percent compared to 2018. Strong market penetration is particularly evident in major cities such as Berlin, Frankfurt, Munich, and Hamburg. With 584 hotels across all segments and 115,123 rooms, these metropolitan areas command one-third of the total room capacity in the hotel market.

In the rapidly evolving landscape of digitalization, the hospitality industry faces significant challenges in safeguarding valuable data and maintaining robust cyber security. The concept of a ‘Digital Bodyguard’ is introduced to address these challenges, emphasizing the crucial role of cyber security as part of hotel asset management.

The German hotel market has shown remarkable resilience and growth, even in the face of global challenges like the COVID-19 pandemic. This report provides a comprehensive analysis of the hotel chains in Germany, highlighting the trends, key players, and market dynamics that shaped the industry in 2021.